Advertisements over the years have significantly affected the way we think and make choices. The concept of free will and independent choices are mere idealistic believes that we have today. But as for the advertising industry and for the multinational companies the extent of advertisements they do is not enough.
The expanse of advertisements is going to go beyond television, newspapers and websites; now into your dreams. Various studies have successfully proved that by tweaking certain aspects of the advertisements and effectively using the psychological nature of the human mind, companies can now play advertisements in our dreams.
Dream incubation uses various stimuli like sounds, images or sensory cues to monitor and control one’s nighttime visions or in fact dreams. It is not a modern invention. In fact, inducing dreams have been in practice since the beginning of human civilisation.
In the fourth century BCE, Greeks used to sleep on earthen beds inside the temples of Asclepius, in the hope of entering an induced state of a dream through which the cure for many diseases will be revealed. Â
With modern technologies, newer possibilities were opened that were rooted in scientific evidences. These days researchers have successfully been able to control dream content through external stimuli.
Through this effective monitoring and conditioning, researchers have even been able to make people answer several questions while they are dreaming. It is mainly because people are more vulnerable when they are asleep. From a business perspective, this is a huge opportunity for advertisements.
According to an open letter that was published on site named DXE, the scientists have already warned about this and enumerated the intricacies of play of ads in your minds.
There they have explained how the concept of dream advertising or dream incubation will enable companies to engineer ads right into your subconscious when you are sleeping. The biggest fear here is that this is not in the distant future and dream advertising is already tested in public. Which means it is here!
Molson Coors Dream Implantation Project
A company named Molson Coors beverage company openly admitted that they were able to manipulate user’s dreams so that they will see images of alcoholic beverages when they sleep. This is mainly through a variation of Pavlov’s classical conditioning.
The notion of Targeted Dream Implantation or TDI has its history dated back to over a century. Scientists who have researched into the details of TDI have observed that dream implantation has been very useful in cases of initiatives that try to help smokers quit smoking. They say that these people smoked 30% less when they dreamt about the smell of rotten eggs and cigarettes.
According to Molson Coors, who collaborated with a professor from Harward University, Department of Psychiatry, Mr Deirdre Barrett said in their press release that âBarrett worked with the Coors team to develop a stimulus film that, when paired with a curated eight-hour soundscape, induces relaxing, refreshing images including waterfalls, mountains, and of course, Coorsâ.
The Coors experiment was rather interesting. They asked customers to watch a very short ad before they went to sleep that featured waterfalls, mountains, Coors Beer etc. and then they played a custom soundscape while they were sleeping. Out of the 18 people who participated in the experiment, five of them reported that they dreamt about the Coors Beer.
Although the results of these experiments are not officially published, one can imagine the scope of such a revolutionary study on the entire direction of advertising in the future.
We must also look at smart devices like Alexa which can actually function on their own if they want to or if they are guided by a larger governing body. Devices like these will be able to play anything that they want if the advertisers purchase advertising time on these devices.
These devices can also be used to detect details like the sleep pattern of people, behaviours, song preferences etc. that could help them influence dreams in the company’s favour.
Concerns about Dream Implantation
Various association of scientists and media firms like the Guardian have already expressed their criticism and deep disregard for such an initiative. Sleep and dream researchers themselves have urged for a nuanced regulatory system that controls advertising laws.
They are of the opinion that such initiatives should be nipped much before it starts to have a very strong hold on people. The extent of privacy breach that would be facilitated through such unfathomable domination of one’s free will cannot be ignored.
Apart from the problem of privacy breaches, it is also an issue of free will. Humans have the right to make informed choices, However, the popularity of dream incubation will result in the exercise of manufactured choices. Right now, all of us can heave a sigh of relief at the cost ineffectiveness of such an initiative for commercial purposes.
Every brand has its own strategies and sets of rules to run the business and stay active in the market. Every successful brand has a serious scheme and plan that its employees swear by. Companies must make deliberate, informed decisions about their visual design and brand story in order to build a powerful brand.
A brand strategy is a long-term plan developed by a company to develop its brand identity and establish a distinct perception in the market of its customer base. It involves precise and long-term objectives, the achievement of which leads to the creation of a strong image with high equity and credibility, as well as a competitive market position.
Today’s market is based on impression and emotions, with a multiplicity of enterprises offering comparable products with little or few variations. Customers, in reality, pursue partnerships with businesses based on similar values. Having a brand strategy aids in the development of such relationships.
There are so many different strategies used by the experts and one such strategy is the Beachhead Strategy. This article is about the Beachhead strategy and how the companies use it to boost their businesses.
The Beachhead approach was developed as a military concept for use in armed combat. The technique is often used while conquering and occupying hostile territory. The invasion should begin with low-guarded areas on the outskirts that are easier to take over and occupy, according to the Beachhead technique. These places then serve as a stronghold for the invading group, allowing them to launch an attack on the enemy’s central areas.
The invasion group takes possession of a location that the enemies don’t consider essential. That region is then used as a staging area for excursions and campaigns across the territory. In marketing, it has a similar meaning, but it refers to techniques that do not include violence or murder.
Beachhead Strategy as a Marketing Technique
In commerce, especially for new businesses, the beachhead approach entails concentrating your assets on a single important range, such as a smaller showcase portion or item category, and conquering that region first, even overpowering that showcase, before expanding into larger markets.
Typically, a newly launched item or service is first promoted in areas on the city’s outskirts, where the population is lower and lives are less active than in the city’s core. These ranges are used to evaluate the new product. The reaction to the item, as well as the promotion strategies, are all taken into account and examined. If there is a positive response, the same promoting practise is stretched across a longer distance and used throughout the range.
The Beachhead method gives businesses an excellent opportunity to test their marketing ideas with the general population without spending a lot of money. The initial promoting push is reasonably limited in scope and money, and it grows to small ranges, which is reasonably inexpensive. Furthermore, the opinions produced by that small group of people are not only easier to collect and evaluate, but also a credible picture of what the reaction would be over a large area with a few tweaks of course.
This method is frequently employed by businesses to assure the success of their products and services. When they were first starting out, several big businesses adopted the Beachhead approach to achieve popularity and cement their place in the market. Facebook is one of the most successful examples of the new businesses that adopted the Beachhead method.
When Facebook was launched, Myspace was the dominant social networking platform, and Facebook stood little hope of fighting with it. Facebook, on the other hand, was certain in its new product and innovation, as well as its target audience. What Facebook did is that rather than directly competing with Myspace, Facebook built a beachhead elsewhere. Initially, only Harvard students and alumni had access to Facebook. Facebook concentrated all of its resources and strategy efforts on capturing one university. The evident strategy here was to focus on one campus at a moment. It found locations where Myspace was weak and developed a Beachhead there. But by the time Myspace realised it, it was too late.
Another great example is how Amazon first started out in the book market which at that time was very in demand and turned out great for the company. This allowed the business to create a beachhead model, and then Amazon moved into neighbouring product categories, then into various markets, finally becoming the world’s largest e-commerce company.
The beachhead technique is not without its drawbacks. The market dynamics as well as the sort of product/service are important considerations in the approach. The time that the company is not growing into new markets is a significant advantage for the competitors and financial loss for the business.
It can be challenging to find the smallest market that is both large enough to be significant and tiny enough to succeed. Due to the restricted revenue options available, startups that choose the wrong beachhead are more likely to collapse.
The beachhead strategy can be a gamble sometimes. It provides the prospect of allowing new players to enter the market alongside established players. It also has drawbacks in terms of limiting rapid growth because the strategy focuses on one market at a time. When using the beachhead strategy, a company must exercise caution. When a business sees a quickly rising market that fits its products and skills, it often rushes to establish a foothold in it. It’s easy to get caught up in the enthusiasm and overlook other potential market participants. Rivals may be seeking to establish their own beachheads with freshly created technology, thus ignoring them can be harmful.
FAQs
Why is it called a beachhead market?
The beachhead strategy is named after the WWII battle of Normandy, in which Allied troops assaulted the Normandy beachheads, allowing them to control one of WWII’s most pivotal engagements.
What are the required characteristics of a good beachhead market?
The market is chosen based on the suitability of the resources available, the products, and the market itself.
What is a beachhead segment?
A beachhead market is the segment of the market that you wish to dominate with your internal startup idea first.
Company Profile is an initiative by StartupTalky to publish verified information on different startups and organizations. The content in this post has been approved by GingerCup.
Tea is Indiaâs most favourite beverage and tea breaks are something that everyone enjoys. We rewind, relax, chat and discuss over a cup of tea. Bengaluru based paper cup startup, known asGingercup is trying to make the best out of tea breaks, by reaching out to potential customers at tea time through their branded and beautiful paper cup.
GingerCup is a paper cup startup that thrives to provide the most innovative and effective marketing solutions, to its clients in creating a strong emotional connection with their customers. Ginger Cup is also known as the Ginger media group, has a long term goal is to be a media company that is the best and the default choice for branding across various verticals and to convert every white paper cup into a coloured cup branding.
Gingercup – Industry Details
The offline marketing industry is rapidly growing with the evolution of new media in OOH space. Consumers spend more than 70% of their working hours outside their homes. 60% of them are dedicated to regular consumer tasks such as commuting to work, working in the office, socializing, and drinking and eating outside their home or in the workplace.
Also, since India is a tea-drinking nation, people from the age group of 18 to 80, from tier 1 city to villages, everybody loves tea. A typical Indian starts their day with tea and consumes at least 2 to 3 cups throughout the day. And that is where all the hot topics of the day get discussed.
The ability to engage with consumers in their tea break makes paper cup marketing a powerful standalone medium and this is how the Ginger cups marketingstrategy complements with other media. When an emotional moment combines with a discussion topic over tea, it exceeds the reach of word of mouth, amplifies the campaign and drives consumers to engage with brands online and in-store.
Gingercup – The Idea
GingerCup founders is Deepak Bansal and Devleena Neogi  said –
Deepak came up with this innovative idea and discussed it with me one day. I could completely visualize the impact of paper cups as a media for branding at that very moment. The beauty of the idea was its simplicity. That was my AHA moment. Â I loved it, but I had mixed emotions. I was very excited to execute the idea but at the same time a bit hesitant because of my stability in profession. Back in our mind, we were thinking – Why no one has tried this so far? Is it really going to be impactful? Whether the market will accept it or not?
Every idea has its pros and cons. When we say simplicity is best at the same time itâs a threat in terms of business perspective. After hours of research, observation and executing a pilot campaign, they realized that it really was a breakthrough paper cup advertising concept.
They both then decided to dedicate their full time to Ginger Cup. Also, the families and friends encouraged and supported us in every way. And thatâs how GingerCup was started.
GingerCup logo and name comes from Indiaâs favourite, âadrak wali chaiâ or ginger tea.
‘adrak wali chaiâ holds a special place in the hearts of every individual. Thatâs where the name of our company, GingerCup, came from. Just like ginger gives flavor to the tea, our cup branding concept enhances the look of plain-white boring paper tea cups by displaying marketing messages.
The tagline of the Ginger Cup reads-“âcup that serves a purposeâ. It serves a dual purpose, as it can be used to serve any beverage such as tea, coffee or water and for advertising purposes.
The paper cup startup has a beautifully designed and meaningful logo.
Gingercup Logo
The letter âGâ denotes a piping hot paper cup reaching out with an arrow to a brandâs target audience.
Gingercup – Product
Ginger media group is a creative advertising agency that specializes in paper cup advertising. The paper cup business helps brands engage and interact with their target audience by printing marketing messages on paper tea cups. It helps brands reach out to their target group during tea breaks at offices and colleges.
Unlike other advertising mediums, our paper cups advertisement provide an exposure time of 5-7 minutes in a clutter-free environment. Every cup branding campaign is planned keeping a clientâs target audience in mind. For example Professionals in Tech parks, Corporate Companies, HNIs in Airlines, Trains, Colleges, Hospitals or Fitness centers, shopping malls etc.
Gingercup Marketing
Gingercup – Business Model
GingerCup business model is based on outsourcing paper tea cups from third-party vendors and prints advertising messages on them. The uniqueness of cup branding is the biggest USP of the company. Today, brands are constantly on the lookout for innovative ways and techniques to reach out to their target group and get them to take a call to action. This paper cup startup helps brands realize this dream.
We strongly believe that our product is different in the market because it is a personal, dynamic and cost-effective marketing medium. We want our clientâs message to reach as many people as possible. Thus, we have created a large inventory base through our tie-ups.
Paper cup advertisement with Gingercup, allows brands to get access to 1400+ corporate companies that include MNC, SME, Startups, Co-working spaces, Food Courts of tech parks, 1500+ colleges, 60+ Hospitals, Shopping Malls, 7 Airlines (International and Domestic) and 75+ Premium trains (Rajdhani, Shatabdi, Duronto) across India.
Gingercup – Funding
When its comes to Gingercup funding, the company gets its funds through seed funding and angel investors. The two major Gingercup investors are
Sanket Gupta, Programme Lead, Google USA.
Rahul Shah, Technical Lead, Microsoft.
Gingercup – Customer Acquisition
Initially, Ginger Cup acquired clients through general sales and marketing techniques. Cold emailing worked great for them. After a couple of pilot campaigns, people began to notice and contact them.
Thatâs when they truly started getting recognition for their work. From facility managers to leading brands, everyone was interested in understanding the advertising concept and ginger cup business model.
Word of mouth has really helped us become who we are today – Devleena
GingerCup counts Hotstar, Uber, Volkswagen, Huawei, NH Hospitals, Bookmyshow, Exide Life Insurance, Clovia, ISL – Delhi Dynamos, bahubali and Jet Airways as their clients.
Gingercup – Challenges
There are two major challenges faced by GingerCup at the beginning was getting the right manpower and building an inventory base.
Firstly, hiring the right set of people was a big hurdle. However, to our luck, we were soon able to overcome it. Thanks to networking and references, we soon had the right talent joining our team.
Secondly, building an inventory base was not a breeze either. Based on a campaigns demand, we were required to build consumer networks in new domains. Soon, we tied up with consumers in various locations and set up a large inventory base. Ginger media group is now operational in PAN India.
Within a short period of time, Gingercup has started offering services Pan-India, in cities such as Bangalore, Delhi, Noida, Pune, Gurgaon, Mumbai, Kolkata, and many more. The paper cup startup is also planning to expand abroad.
Gingercup – Founders
Deepak Bansal and Devleena Neogi are a couple entrepreneurs and teh Ginger Cup founders.
Deepak  Bansal was working in the IT sector. He also worked as âTech Leadâ in Samsung Research Institute, Bangalore.
Devleena Neogi was an HR professional with exposure in business development for 6 years at different organizations like Wipro Technologies, iGatePatni and Magna Infotech Pvt Ltd.
Gingercup – Work Culture
We encourage an open door policy and believe every person should have a voice. We bridge the gap between leaders and employees by fostering open and honest communication. Our culture fosters diverse communities to create a large impact. Every employee in our organization works together to enhance the value we provide to customers.
There is no direct competition to GingerCup. But some of the GingerCup Competitors are Cupshup, Google and Facebook.
We look at Google and Facebook as our competitors. Today, digital marketing and social media marketing have created a firm place for itself. We consider ourselves still in the nascent stage of experimental marketing. – Devleena
Gingercup – Future Plans
To sustain the attention of various target groups, GingerCup is looking to add a burst of innovation to their paper cups.
Paper cup advertising and innovation are synonymous We are already working on an AR-enabled paper cups that will offer brands enhanced awareness, visibility, and engagement. Â Ginger cups aim is to make paper cup business a potent marketing tool rather than just limiting it to a beverage container.
Mr. Rahul Shah and Mr. Sanket Gupta who happens to be the GingerCup investors and also is the mentor of the startup.
Gingercup – Founder’s Advice
Start fast, move fast and fail fast.
I would like to tell my fellow entrepreneurs and readers not to rush immediately into fundraising. Rather create a real profitable business, solve real problems, and provide real products and services to real customers.
Also, stay away from mental pollution. Maintain a good work-life balance by taking care of physical health and well being. Prioritize eating well and exercise. Only when the mind, body, and spirit are energized you will be able to get the taste of success.
Being an entrepreneur, itâs sometimes a lonely journey. Besides, look at the brighter side. You get to do what you want and you get to do it your own way.
Gingercup – Founder’s Productivity Hacks
GingerCup founder Devleena Neogi shared some of her productivity hacks with us. Starting up a paper cup startup is definitely not easy. But itâs very important to keep yourself productive and organized always.The biggest productivity hack for Devleena is to strike a fine balance between his work and personal life.
I give a lot of emphasis to self-care. Only when your mind is clutter-free can the creative juices flow. I also lead a systematic and disciplined lifestyle. My morning starts with yoga and meditation. Staying in sync with nature keeps me refreshed and helps me take on every new day with enthusiasm and confidence.
Every Business has faced this situation, where thereâs depletion in the companyâs sales turnover as a new product has been introduced, repercussions affecting the sale of old products in the similar product line.
In other simple words, generally, Cannibalization refers to eating one species, where the devourer belongs to the same species. Just like that, in the business field, the instigation of modern products is coupling the demand and supply of former products.
Obviously, people purchase the new launch and totally overlook the old product considering it a banal version of a similar product line, moreover this is prevalent in business.
For instance, Apple constantly releases a series of iOS to its customers, when the company introduced iPhone 12 Pro, people were enthralled to acquire it and ultimately shut oneâs eyes to its previous version-iPhone 12. Thus; Cannibalization engenders no vicissitudes in the companyâs sales turnover regarding existing products but gradually accelerates sales growth for the new product.
Numerous corporations practice Cannibalism in Brands, by discounting existing products to compete with their recent products in the market. As a result, this will bring an augment profit on both existing and new products of the company. Besides, Cannibalization is nothing but a competition between exciting and fresh products of the same brand within the company.
Effects of Cannibalization
Just like Newton’s third law: for every action, there is always an equal and opposite reaction. So, when the incorporation did anything, then it would definitely influence the incorporation in terms of sales or production.
If the company inaugurates a fresh product, say McDonald’s comes up with BTS meals, no wonder the BTS armies are everywhere and BTS meal is hyping up in recent times, albeit the existing food products like Big Mac or McMuffin are receiving derivative fond as customers prefer BTS meal to any other foods in McDonald.
Therefore; no one holds any reprehensible for the loss of the company’s market share, but itself the company by inaugurating new products as one of the newest versions of its old products.
Why is there a need for Cannibalization in Brands? How they overcome Cannibalization?
Cannibalization plays a crucial part in brands; where existing products are overlooked because of the newest product introduction. This will accelerate the demand for new products and decrease the sales of former products of its similar product line.
Businesses cannibalise their existing or outdated products by employing two ways to meet the same demand of their new product:
Discount
Company plans to touts existing products due to cannibalization, by providing discounts on such products in order to compete with the same demand for fresh products.
For instance; Samsung has launched its new version Samsung Galaxy F22 in July 2021, which overruled its preceding product Samsung Galaxy F12 which came to the market in April 2021.
What is the company planning to do, provided the former Samsung Galaxy F12 sales slump due to the demand for Samsung Galaxy F22 inflates?.
Factually, it is apparently evident that people would buy stuff when it is provided at a discount rate. So, the company vents former products at a discount price, where people fall for Samsung Galaxy F12 rather than paying a higher price for its newer version.
E-commerce
This pandemic became a beneficiary to e-commerce, where everything is supplied through Amazon, Flipkart or Myntra etc. E-commerce is the best way to captivate customers by generating many offers such as festival offers, Todayâs Deals or deal of the day etc. For instance, Amazon recently applied for 26th-27th July Amazon prime Day India by selling products at low prices.
Five examples to state that Cannibalization works for existing products
Cannibalization for existing products can be seen in every company when a new product is launched ranging from low-cost products like school supplies to high-end products like vehicles. The cannibalization of existing products can be proved through these examples.
iPhones
Apple introduced iPhones which cannibalized iPods
Steve Jobs, the founder of Apple in his biography has quoted saying that âIf you donât cannibalize yourself, someone else willâ. And likewise, Apple itself cannibalizes its products.
The iPhone first model was launched in June 2007. During this period Apple was coveted for its iPods and sales were at a high rate but Apple came out with iPhones that practically had the music feature along with phone services with internet connectivity and media support.
This led to consumers straying towards iPhones as they were a better substitute for iPods. This product like in the case of iPhones is an example of Self Cannibalization.
Coke-Zero
Coke Zero Cannibalized Coke
Coca-Cola, famous for its product Coke and Diet Coke, chipped away at its sales by introducing Coke-Zero targeting the male population that worried about their sugar intake in 2006 in the UK while compensating their total revenue.
Coca-Cola has also cannibalized itself by introducing Minute Maid, Fanta, etc. and removing coke and its variants as the essential face of the company.
P&Gâs Tide Detergent
Tide Detergent was introduced to cannibalize P&G’s Ivory Soap
Procter & Gamble was mainly known as a manufacturer of soap and was known for its Ivory Soap which had drawbacks of its own like dirt wasnât removed when used with hard water.
So even with risking cannibalization of their Ivory Soap, the company went ahead and introduced Tide Detergent in 1946 which was the first synthetic detergent that could deep-clean clothing as P&G didnât want to be cannibalized out of the soap producer industry.
Maruti Suzuki Alto
Maruti launched Alto which cannibalized Maruti 800
Maruti Suzuki Alto manufactured by Maruti Suzuki was introduced in 2000. It was the Indian built version of the fifth-generation Suzuki Alto. In 2006, it was Indiaâs largest selling car and by 2008 it had crossed 1 million in terms of production. But this increase in sales was only achieved by eating away the sales of the famous Maruti Suzuki 800. This was done with the help of price cuts and an ad campaign that lured many.
WeChat
WeChat was introduced to cannibalize QQ
Chinaâs Tencent famously known as the worldâs largest gaming company and the most-used internet portal used QQ an online instant message service during the period when desktop computers were the hype.
QQ failed to meet the standards with the development of smartphones and electronic devices. Therefore Tencent ordered a group of engineers to develop a messaging platform that would cannibalize QQ. Thus, WeChat was developed and released in January 2011.
When human beings, in general, see something better, they essentially want it and feel inadequate with the thing they already possess and an urge to be updated with the upgraded version begins to fester. This is exactly what leads to the cannibalization of products.
The overlooking of existing products for a new one. If this phenomenon doesnât work, there wouldnât be customers for a newly launched product be it smartphones or vehicles.
Also known as corporate cannibalization of market cannibalization, this phenomenon is also the doom for a company as this nips away the sale of the previously introduced product. Thus proving this phenomenon to be double-edged.
FAQ
What is the example of brand cannibalization?
Coke Zero was introduced by Coca-Cola which chipped away the sales of Coke is one of the famous example of brand cannibalization.
What is Cannibalization?
Cannibalization is nothing but a competition between exciting and fresh products of the same brand within the company.
Why do brands cannibalize their existing products?
Brands usually cannibalize their existing products to accelerate the demand for new products and decrease the sales of former products of its similar product line.
When it comes to the luxurious watch brand, Rolex is the first to cross our minds. The very prominent watchmaker brand, established in Switzerland and founded by Hans Wilsdorf in 1905.
Rolex got its shine when the company came up with the first-ever waterproof watch, in the year 1926. Rolex has always been very innovative and prosperous with its designs and features. The brand has always been up for competition and is quite front in the matches of luxurious watches.
With its luxury and styling, Rolex may seem like an extremely expensive watch brand, right? Well, suiting its fame and image, you’ll probably guess right on it. The most expensive watch that Rolex ever sold in the history of its establishment was Paul Newman’s Rolex Daytona with a cost price of $17.8 million. Pretty expensive, right?
Rolex functions on the funds raised by the Hans Wilsdorf Foundation trust. The profits and revenue generated by the brand go to the company and its people. Rolex does not disclose any of its profit results and neither pays the corporate tax.
Nonetheless, the company has a very strong market position and with this, we will be discussing the marketing strategies of Rolex in this article. Let’s get started!
Rolex categorizes its products collections into distinct parts – Oyster collection and Cellini collection. All these categories offer different styles and elegance. With oysters, you will find a watch of prestige with around 20 different models. These products are created with the best raw materials and gathered with great scrupulous compassion on their details.
Rolex puts great effort and attention towards the quality of its products and manufacturing. The brand is widely known for its premium quality watches.
Rolex watches are designed in a way to add shining touchup to your look. The brand is extraordinary with its innovative design and waterproof feature. Its wrist watch comes with features where date and time change automatically. Rolex manufacturers are extremely accurate and innovative and that’s what keeps it in a strong position in the market.
Pricing Strategy of Rolex
With its luxurious and expensive image, its prices are also alike. Rolex offers its products in a wide pricing range, starting from 5,000 dollars to beyond millions. The pricing of Rolex watches is entirely based on the materials and model they used in the product.
Rolex’s watches are very crafty as well as elegant, made by professional skilled workers. Its watch collection is exclusive and made for people of high society.
Although Rolex does not offer any kind of discount or sales to its customers, its marketing strategy is based on the manufacturing of the product. Rolex sells its products based on its mechanism of perfection and usage of distinct stones and metals.
Rolex rose Gold Watch
Campaigning Strategy of Rolex
Rolex has always been pretty enthusiastic with its campaign for the products. The company manages social media pages on Facebook, Instagram, YouTube, and others to reach out to a large audience with potential.
In fact, the company has designed its logo in such a manner that it conveys the message of Rolex royalty as well as exotic nature which are clearly seen in its watches.
The brand functions with the tagline ‘A Crown for Every Achievement‘ which attracts great customers to the company. It sells with the vision of selling watches for people on their every achievement which needs to be cherished. Its watches are specially designed for successful people who know the value of its products.
đ
ST Mentors Presents: List of Top Courses that will get you a High Paying Job or will help in Upskilling and Boosting Your Income đľđľ |đ Check the List đ|
List of Courses Curated By Top Marketing Professionals in the Industry
These are the courses curated by Top Marketing Professionals in the Industry who have spent 100+ Hours reviewing the Courses available in the market. These courses will help you to get a job or upgrade your skills.
In order to enhance sales, promotion is more of a necessity. It conveys what features and uniqueness a product carries to its customers. Promotion strategies are very necessary to reach the customers and make them familiar with the company’s products. Rolex works on its promotion strategy by defining the class it belongs to. It is promoted as a lifestyle necessity rather than as a brand.
Its promotion strategies are framed to reach out to the target audience efficiently. Rolex manages its company and customers and works according to their elegance and styling.
Want to Work in Top Gobal & Indian Startups or Looking For Remote/Web3 Jobs – Join angel.co
Angel.co is the best Job Searching Platform to find a Job in Your Preferred domain like tech, marketing, HR etc.
Rolex is remarkable when it comes to the quality and styling of its products. It charms up the personality of people. Its watches work as a style statement for an individual.
With its tremendous as well as luxurious marketing strategies, the company owns a huge loyal customer base, and almost every person with a style sense desires to wear a Rolex’s watch.
The brand is pretty luxurious and expensive that’s why it is meant to please only a specific category of people who can actually afford a watch from the Rolex brand and be cool with it.
The marketing strategies of Rolex are designed to reach the target audience and fulfill the market requirements. Its marketing strategies also include a brand endorsement from celebrities and sponsoring any game event. All these add up to the success of the extremely prominent watch brand, Rolex.
đť
List of the Best Laptops in India for Office and Personal use
List of the Best Laptops in India for Office and Personal use
The List has been curated keeping in mind the requirements for a professional/student which are Performance, Display, Operating system, Design, Ports & Connectivity. So what you are waiting for? Check the list now to find the perfect laptop for yourself.
Digital marketing is a cheaper and more effective way of getting customers in the present era. Unlike traditional marketing, digital marketing allows you to be more specific about your targeted customers. What better to reach out to your target customers than some easy email marketing?
BEE Free is a platform that lets you create beautiful HTML email templates without code through a drag and drop builder. It lets you design responsive emails quickly and easily through the use of their numerous templates.
Whether itâs a product launch, ad campaign or an announcement, BEE free is more than likely to have a template to help you. The user interface is simple and barely takes a minute to master.
All the templates are customizable and reusable. The platform also lets you create your own templates. The drag-and-drop builder allows for easy tweaks to further enhance your emails. Although youâll need BEE Pro (the paid plan) to get access to all the features, the platform offers a 15-day free trial.
The âBEE ecosystemâ as mentioned in their website consists of BEE free, BEE pro, and BEE plugin, which is an embeddable email & landing page editor for SaaS. Here are some of the most interesting features of the platform:
Impressive Templates
BEE Free enables you to access a collection of their free templates without any sort of sign-up. You can pick a template, customize it and save it all with the free version.
Although this is impressive in itself, getting BEE pro allows you to unlock all the templates. These templates look professional and are well made. Whatever your email may be about, it gives you tons of beautiful email template designs to pick from.
All available templates are fully customizable and you can modify every single element in the template. Colors, text, images, videos, fonts everything can be changed to your heart’s content.
You donât require any coding skills to create templates. Simply pick one or make your own and the platform takes care of the backend HTML. The intuitive drag-and-drop builder lets you seamlessly create different templates for all your needs.
Various elements such as videos, photos, headings, and text can be selected with ease. This allows businesses to have the freedom to create the perfect template for their needs.
Digital marketing is all about getting those first impressions. People click what they find attractive and impressive. BEE free is the perfect tool to help you create those handmade templates.
The true potential of the platform can be utilized via BEE Pro, the paid experience. While BEE free only allows you access to selected templates and download your files as a zip, the pro version does so much more.
BEE Pro lets you save and reuse your template, direct export to your preferred mailing service, copy the HTML and download templates as a PDF. The ability to export your template directly to your preferred mailing service with a click is as convenient as it can get.
Collaboration/Projects
If you’re working on a big marketing campaign with your employees, BEE lets you collaborate with them. Marketing almost always includes a team. Business owners, marketing experts, and designers can work together on template ideas and share their opinions.
BEE Pro lets you configure user access and permissions as well. Projects are a great way to keep things organized. All templates related to a single campaign or product can be neatly organized as their own project. So the next time you plan on reusing a template, you’ll know exactly where to look.
BEE Free, as the name suggests, is a free version of the BEE platform. BEE Pro is made up of 3 tiers, Freelancer at $15/month, Team at $30 a month and Agency at $120/month.
Apart from the free version, the features slightly differ across the tiers with Agency having all the features of the platform. The prices are fair and depending upon how you use it, completely worth it.
All plans have a 15 day free trial, which is plenty of time to explore the platform. The payment can be made monthly or annually which grants a 17% off on the individual rates. A detailed list of features across each tier is given below:
Do you really need a platform to create email templates? In short, the answer is yes. Email marketing is still one of the quickest ways to reach out to customers. Having the right tools can help you advertise, expand and acquire customers faster.
BEE Free is a powerful service with deep integrations with platforms you already use. These integrations are the links that bind the marketing tools you use together. Itâs safe to say that BEE Free is a must-have tool for anyone whoâs involved in email marketing.
FAQ
What is BEE Free?
BEE Free is a free email editor that lets you create HTML email templates through a drag and drop builder. It also has a paid version with extra features.
Is BEE Free free?
Yes, BEE Free is a free email editor tool but it also has a paid version named BEE pro.
Is BEE Free Worth it?
Yes, If you are a freelancer or a marketing team BEE Free is a great email editor tool that can elevate your digital marketing campaign.
Reddit is a social media website, something similar to Quora, but a different one. This American social media and âthe front page of the internetâ has grown too big. Initially, people never thought that Reddit can have more than 222 million active users per month. This number is even more than Quora, which has only 190 million active users per month.
If there are so many people that have joined Reddit over the years, then there must be some business opportunities for you. Even if you are a content creator or a marketer then Reddit will be a useful tool for you. Using Reddit you will be aware of the latest trends in your industry. Therefore, let’s uncover some ways you can use Reddit for your business.
You can provide services and solve the problems of your customers on Reddit. You can create a subreddit, which will work as a forum and will be dedicated to your product only. It will be a great tool if you are still in the initial days of your startup. You will not have to spend any money on creating a dedicated website for your forum. Also, many people will discuss it together so some problems will be solved among the users only. You might not have to do any effort and spend time-solving it.
Market Research
Reddit is a great source of content. You can research the market need. With the data collected, you can then design your product accordingly. If you are a content creator, then no doubt you will get so many new ideas and inspiration on Reddit. You can also ask people whether they would like a new feature in your product or not.
Run Ads
No doubt the most important factor of Reddit for your business is its ad feature. You can pay for showing ads on Redditâs website and app. It is just like Instagram and Facebook except it has been proved better for some particular kind of businesses. Redditâs ads focus on subreddits. Subreddits distinguish a particular group of people. So, there is a strong possibility of buzz generation and then a discussion about your product in a subreddit. Whereas, on Facebook or Instagram, you are not shown ads in groups or chats.
Reddit Advertisement for Small Businesses
Promoting in Subreddits
You may not afford to pay for the sponsored ads on Reddit, but you can promote your products in subreddits. However, read about all the âreddiquatesâ first which are a set of rules you have to follow. Donât openly promote your product or your website. Start a discussion related to your website or product, then silently promote your product. Silently promoting means to not capture too much attention but still promoting it. It should not look like you are promoting your product officially. Just keep it casual and play it safe. Because you can be banned on Reddit for this if you donât do it correctly.
Share News
Everyone wants to know new things happening in their interested field. It could be any topic from hacking to political. Therefore, share news related to the business field you are in. If you have a blog on technology, then share the news about the latest gadget in the market. If you deal with online show tickets, then share the schedules of the shows in cities. Sharing news will grab peopleâs attention and will eventually generate leads for you.
AMA
Do AMAs, which stands for âAsk me anythingâ. If you have an audience, then your people will ask you questions about you and your products. It doesnât matter if you are a very small startup or a giant company. People will always have something to ask. AMA connects you directly with your audience and you have a chance to influence people to buy your product. So host an AMA on Reddit.
Creating your community is the best idea. You will have full control. It is very easy to create a community on Reddit. However, it is not easy to get the audience in your community. So, to promote your subreddit, go to otherâs subreddit and let people know about your community. Or promote it on your website. Once you have a good audience, you can promote your new product, take feedback and solve customerâs problems in just one place.
Add Links & Bring Traffic To The Website
Reddit offers you to share your content in front of your industry or target audience. Hence put the relevant links of your website. Unlike other social media, people on Reddit like to find new websites for valuable information. Thus, if you are providing value on your website or blog, then put the links on Reddit and drive quality traffic to your website or blog.
Conclusion
Start taking advantage of this new era. Bill Gates once said âIf your business is not online, then your business does not exist.â This is the golden opportunity to take your business to the sky. It doesnât matter if you own a tea shop on a street or an online shopping store. Online marketing is the key to success. Reddit is just one platform, there are many others like Instagram, Facebook, Quora, etc. You just have to analyze your audience. If you do it right, you can target the right people which will result in lead generation. Comment some more tips about Reddit. Do you use Reddit for business or just as a casual user? Share this post with all your friends.
Indian Oil Corporation Limited or Indian Oil is one of the largest Indian government-owned Oil and Gas Companies. The company was founded in 1959 and is currently the largest commercial oil and petroleum enterprise in India. IOCL ranks 151st position in Fortune Global 500 list and 2nd in Fortune India 500 list for the year 2020.
IOCL has so far been successful in meeting the fuel demands put up by the world’s second most populated country. Let’s see what they’re doing differently from their competitors to improve their brand image. In this article, we will try to shift the focus towards the marketing strategy of Indian Oil Corporation Limited.
Indian Oil Corporation Limited was founded in 1959 and since then handled the responsibility of meeting the fuel demands of India. The company is under the control of the Government of India & the Ministry of Petroleum and Natural Gas. As of 2020, the oil and gas company earned a net profit of âš43,242 crores (US$6.1 billion) in sales turnover among India’s most profitable state-owned companies.
The company is an expert in the production of crude oil, natural gas, petrochemicals, refining, pipeline transportation and marketing of these products. The IOCL holds nearly 35% of national refining capacity together with its subsidiary Chennai Petroleum Corporation Limited (CPCL) and 65% downstream sector pipelines through capacity.
All About Indian Oil Corporation Limited
The Indian Oil Corporation is known to have over 33,500 employees along with its subsidiaries in countries like Sri Lanka, Mauritius, the UAE, Singapore, Sweden, the USA and the Netherlands. The company is currently setting up over 20 joint ventures with reputed business partners from India and abroad to explore global opportunities. Some of the International Indian oil corporation subsidiaries are Lanka IOC in Sri Lanka, IndianOil Mauritius, and the IOC Middle East FZE.
In January 2021, IOCL overall sales were at an all-time high of 4,10,000 barrels of oil. Some of the main competitors of Indian Oil Corporation Limited are:
So how does a company like Indian Oil Corporation Limited markets its product effectively and efficiently that it beats all its competitors to scale up in the oil and gas sector? Let’s see their unique marketing strategies.
The marketing mix usually refers to the set of actions, or tactics, that a company uses to promote its brand or product in a particular market. The marketing mix is the best business strategy of Indian Oil Corporation as it is centered around the product, price, place, promotion and nowadays also includes Packaging, Positioning, People and even Politics.
The IOCL’s business model is based on the Indian Oil Corporation (IOCL) marketing mix that helps the brand to succeed. The marketing mix of Indian Oil Corporation also analyses and explains the marketing strategy for petroleum products. There are different types of marketing strategies such as product innovation, pricing approach, promotion planning, etc.
The company’s marketing mix explains the importance of the product, pricing, advertising and distribution strategies used by the Indian Oil Corporation (IOCL). Indian Oil Corporation’s marketing strategy has so far successfully helped the company to position itself competitively in the market, and achieve its business goals and objectives effectively and efficiently. Let us start the Indian Oil Corporation’s (IOCL) Marketing Strategy & Mix to understand its product, pricing, advertising and distribution strategies.
IOCL Product Strategy
Indian Oil Corporation is one of the leading oil and gas companies not only in India but worldwide. Indian Oil Corporation is present across the hydrocarbon value chain and accounts for over half of the countryâs petroleum products market. IOCL also has over 35% share in refining and 65% share in the downstream sector pipelines. Out of the total 23 Indian refineries, the company owns and operates 11 of them.
Indian Oil Corporationâs product portfolio in its marketing mix includes Indane gas, Autogas, Natural gas, petrol, diesel, jet fuel, lubricants & greases, kerosene, industrial fuels, Bitumen, petrochemicals, crude oil and some other special products. While its other businesses include refineries, pipeline transportation, distribution & marketing and Research & Development.
The company is also known for the popular brands under it, which are Indane LPG, SERVO Lubricants, Autogas LPG, XtraPremium Petrol, XtraMile Diesel and PROPEL petrochemicals. These brands have the added advantage of established customer awareness. The marketing strategy for petroleum products has made it possible for the company to become a leader in various sectors.
The IOCL pricing strategy runs on the idea of profit-making. In 2020, the profit of IOCL was estimated to be $6.1 billion. Since the Indian Oil Corporation is a government-owned company, some of the pricing decisions are made by the Central Government of India after considering the taxes and subsidies. The IOCL prices are different in different states and cities as geographical pricing mechanism is followed in its marketing mix.
The prices are commonly divided on the basis of metro cities, state capitals and National Capital Region (NCR). The prices in each product category (2021) are:
Petrol prices vary between Rs.101.84 to Rs.130.23 per liter depending on location.
Diesel prices have crossed Rs.90 per liter in most major cities.
Autogas price ranges from Rs.55 to Rs.57.
ATF price ranges from Rs.59400 to Rs.74000 per KL for domestic airlines and $602-800 per KL for international airlines.
Indane Gas’s price range is between Rs.834-944 per 14.2 Kg Cylinder.
The IOCL’s marketing mix is based on its wide geographic presence, as it holds and controls 10 refineries (Paradip, Panipat, Mathura, Haldia, Gujarat, Barauni, Bongaigaon, Guwahati, etc) across the country. Besides that, the company also controls over 10,900 km of pipeline connecting to high-demand places, 132 Km of gas pipeline and 37,000+ customer touchpoints. The company also has its subsidiaries in countries like Sri Lanka, Mauritius and UAE.
It also has 20 joint ventures with reputed firms in India and abroad; 25,000 diesel and petrol stations and also one outlet in the world highest point. IOCL also has 6000 LPG distribution stations, 6,218 bulk consumer pumps and 100 aviation fuel stations. Another interesting fact about IOCL is that it has more than 9,400 fully automated fuel stations situated in nearly 55 cities providing products and services to its customers.
Promotion is the most important part of Indian oil corporation limited as it led the company to become one of the most valued and trusted brands in India. IOCL realizes the impact of a good promotional plan, offers and periodic incentives to maintain its customer base. The promotion in IOCL includes advertising tools like hoardings, print advertisements and commercials on television in order to increase its brand visibility.
Indian Oil Corporation limited marketing also includes loyalty programs like fleet cards where customers can earn points and during festive seasons some gifts would be given to consumers through a lucky draw.
Since we have covered the 4Ps of the marketing mix, here are the other 3Ps to make it the 7Ps of the marketing mix of Indian Oil Corporation.
People
People play a vital role in the marketing mix of Indian oil marketing, as the company has around 33,000 employees that work in various business processes. The company recruits mainly through advertisements in newspapers and the companyâs website. IOCL also spends a lot in training and development of its employees to develop their capabilities. The employees also hold equity of nearly 65 lakh shares in the company.
Indian Oil Workplace Experiences
Process
The company deals in many business, distribution and people processes to serve customers and corporate clients. To remain profitable in a business, the processes used to run should be working at an optimal rate. IOCL has taken every measure to improve operational efficiency, as it maximizes the LPG extracts for a refinery that uses the INDMAX technology.
Physical Evidence
Indian Oil Corporation has its physical presence because of petrol pumps and gas stations not only in India but worldwide. The Indian oil logo is a saffron circle with the blue color outer ring and a blue color band in the middle of the circle with âIndian Oilâ written in the Devanagari script. It also has an iconic tagline known as âThe Energy of Indiaâ which is a rightful representation of the Company.
With over 10 refineries and pipelines network span of over 9,300 km, IOCL is the leader in the Indian market. IOCL is the 20th largest petroleum company in the world and also has a foothold in the international markets. With an excellent marketing mix, the company’s future looks bright.
IOCL – FAQs
What is Indian Oil Corporation Limited?
Indian Oil Corporation Limited or Indian Oil is one of the largest Indian government-owned Oil and Gas Companies that cater to the fuel need of people across the world.
Where is the headquarters of Indian Oil Corporation Limited?
The headquarters of Indian Oil Corporation Ltd is New Delhi whereas its registered office is located in Mumbai, Maharashtra.
What is the distribution channel of the Indian Oil Corporation?
There are 20,575 retail outlets. IOCL has an outlet in the world’s highest point. The company also has 6000 LPG distribution stations, 6,218 bulk consumer pumps and nearly 100 aviation fuel stations.
Who is the owner of the Indian Oil Corporation?
Indian Oil Corporation is a government-owned company having its ownership under the Ministry of Petroleum and Natural Gas.
Where is Indian Oil Corporation’s biggest refinery located?
The Indian Oil Corporation’s biggest refinery is located in Jamnagar, Gujarat.
What is the salary of Indian Oil Corporation employees?
The gross salary of IOCL employees is between Rs.60,000 to Rs.1,80,000 depending on the post of the employee.
The 2021 Tokyo Olympics is on the go right now enthralling the viewers with the mind-boggling talents of the participants. Unlike the earlier times, host cities have started to make profits during the event. The onset of this trend can be traced back to the 1984 Olympics held in Los Angeles. Until then the host cities had to incur large losses.
With the help of various corporateâs, they introduced new changes wherein they sold television rights and advertised the products of various corporate’s throughout the games. Hence, the 1984 Olympics was a huge financial success where they shared their costs between the sponsors which not only mitigated loss but also generated profits of more than $200 million. However one cannot forget the marketing strategy of McDonald’s which backfired in an unprecedented manner.
The time when Olympics was hosted by Los Angeles was when there was severe hostility between the US and the Soviet Union regarding Afghanistan. The US had boycotted the 1980 Olympics that was held in Moscow due to Soviet Union’s incessant warfare in Afghanistan.
In the Olympics, before that, the US had won the third position while the first and second position was backed by the Soviet Union and East Germany respectively.
Since the US boycotted the 1980 Olympics and things weren’t still great between the USA and the Soviet Union, the latter decided to boycott the 1984 Olympics. So did East Germany.
McDonald’s marketers did not factor in this new change before they announced their campaign where they gave Free Meal for every medal that the US wins. Every time one purchase something from McDonaldâs, they will get a scratch card on which the name of an Olympic event will be written.
If the US representative wins a medal in that event the customer is entitled to a free meal. If the US wins gold, they will get a free big Mac, if silver then French fries and a bronze mean they get a soft drink.
The campaign was popularised with the tagline âWhen US Wins, You Winâ. The campaign not only became a hit but also invited large investments into the event. However, their practical materialisation of the campaign was not so favourable as far as McDonald’s were concerned.
Many outlets (more than 6000) across the US went out of big Macs. People crowded the stores to avail themselves of their coupons only to get more coupons every time they buy something.
As far as the US medal tally is concerned there was a whopping increase in the number of medals from 94 to 174. In 1976 US had won 34 gold medals and in 1984, it reached 83 in 1984.
McDonald’s have not yet issued a report regarding the extent of loss it had incurred with its floor plan. However various reports suggest that the amount has run into millions.
Interestingly, there have been instances where citizens later revealed that they survived on McDonald’s meals during those times when they were left destitute due to poverty.
It was a blessing for people like this where every purchase led to another scratch card wherein a medal for the US was almost assured. Sometimes customers used to get scratch cards of events that were already over and won by the country which led to the immediate availing of the respective coupon.
Although such an initiative has been a big blessing for many poor families, it was a huge miss-step from the side of McDonaldâs.
Conclusion
As Olympic fever is getting high across the world, many eyes are on this fast-food chain that is known for its sports sponsorships and advertisements. While the campaigns of McDonald’s have been successful in reeling in profits for the hosts during the 1984 Olympics, the loss that it had to incur was distressing.
It is a clear example of a monetary loss that resulted due to insufficient analysis of the market conditions and social realities.
FAQ
Which country boycotted the 1984 Olympics?
The Soviet Union and East Germany boycotted the 1984 Olympics.
How many medals did the United States win in the 1984 Olympics?
United States won 83 Gold, 61 Silver and 30 Bronze medals.
Advertising online is one of the most convenient and cheap ways to attract new customers. Almost everyone has an online presence and advertising in the virtual space is an important step in todayâs marketing.
Whether youâre a website owner or an entity looking for more customers, a CPA network is great for business. Adpump is a global CPA network that connects publishers with people who need advertising. Â The service is active gobally operating in several region
As a publisher, you can gain more traffic through their websiteâs rated listing. Although you may not have heard of it, Adpump used to be a growing CPA network back in 2017 and we’ll take a look at its features.
Just like any other CPA network, Adpump has certain features that make it unique. The network focuses on eliminating scams and fraudulent offers from publishers. Besides this Adpump runs all transactions based on the blockchain making them secure and private. It provides multiple ways to pay and get paid for your traffic.
Adpump differs from other CPA networks because of its extensive fraud detection methods. Scams are common when it comes to online marketing. Adpump provides users with verified publishers and ensures transparency in its services.
Transactions are based on a blockchain, granting secure gateways for payments between publishers and clients. The transactions are done through the use of ADP tokens. This means the publishers also receive their end of the deal subject to Adpumpâs terms of service.
Analytics Dashboard
Adpump has a dedicated client dashboard with statistics to keep clients updated. The dashboard provides real-time information about how an ad is performing, site traffic, and turn-ins. These analytics mean that transparency exists between the clients and publishers at all times.
The dashboard also prevents any form of scams as sites can be monitored at any time. Marketing campaigns can be tweaked based on the tracked progress. Having an overview of ads is truly helpful when trying out new strategies.
Rated Publishers
The listed publishers are all websites or blogs with medium to high traffic. The affiliates available are also spanned across several categories including gaming, sports, cooking, etc. This means you are bound to find a perfect website for your ads no matter what.
The offers are sorted on a rating basis so you can always choose the best one. Furthermore, if you happen to be the owner of a website, Adpump keeps the registration process simplistic. There is no interview process, unlike other CPA networks. As long as your website qualifies, you can offer up your website.
Easy monetization
The blockchain-based smart contract ensures that you get paid for your ad hosting. The minimal cashout amount is also low at $10. Adpump provides an easy way for content creators on the web to get some additional revenue. The site also pays for referrals with a 5% commission. As long as the quality of your content and the websiteâs traffic remain intact you can continue to provide service.
Maintaining integrity and standards is key to ensure long term survival when it comes to a service. It is perhaps here that the CPA network, Adpump has fallen short. Popular networks like Google Adsense dominate now, along with services like CPALead, MyLead, Fireads etc. These services provide similar offers while keeping their systems updated. It’s essential to know the service you want to use a little better for the best results.
FAQ
What is Adpump?
Adpump is a global CPA network that connects publishers with people who need advertising.
What are the features of Adpump?
Adpump offers Quality Assurance, Reliable customer service, and Seamless integration.
What are some alternatives of Adpump?
Trafficake, Affie and Peerfly are some of the alternatives of Adpump.
Pratyusha Srivastava
